It has always been a great idea to build a great brand. The strongest ideas that generate success in branding are those that have the common attribute - Simplicity. Creating in the mind of the consumer simple but strong differentiations from other competing brands, maintaining simplicity in all concepts and strategies used and passion and conviction as a guide you will be able to build a strong brand. Branding is today the most important component of any business. The brand is first and foremost an identity. That is why the branding process is primarily a process of shaping (and building) this identity. Henry Ford said :"that business that produces only money is a poor business.". The big brands have made history, leaving in the minds and souls of people everywhere the satisfaction of irreplaceable things. A charismatic brand is a brand that cannot be replaced in the mind and soul of the consumer and for which there are no alternatives at the time of purchase.
Although companies create brand identity, their meaning and purpose is given by consumers. There is a two-way relationship (one to one) between the brand and the consumer, in the sense that brands help us define our place and role in the consumer society and the consumer defines their existence. It is impossible to understand the meaning and meaning of the word brand without understanding the motivation of consumption, and it is impossible to understand the motivation of consumption without understanding human aspirations, the values that inspire us and the desires that lead us.
A product is a product.
A brand is a brand.
PRODUCT ≠ BRAND
A truth as simple as it is misunderstood. In order to be able to perceive the essence of the meaning of the term brand, should we see what are the differences between product and brand? Here are just a few of them:
- ● We buy a product for what it is, but we choose a brand for what it represents.
- ● A product is on the store shelf, a brand is in our minds and souls.
- ● The life of a product is finite, of a brand there is no limit.
- ● Any product can be counterfeited, a brand is unique.
- ● A product can become a brand, a brand can never be a product.
That is why Mercedes-Benz is more than a car manufacturer, Coca-Cola more than a soft drink and Apple means much more than the sum of all its products, being today a state of mind, a different way of being and of thinking. A product becomes a brand when its image transcends sensory perceptions and remains resident in our minds, associating unique values and characteristics.
